Building Customer Love and Loyalty in a Mobile World

@rganguly | #MozCon

By 2018, half of the world’s mobile users will have a

smartphone. (eMarketer, 2015)

@rganguly | #MozCon

Mobile is EVERYWHERE, but it’s still impersonal.

@rganguly | #MozCon

@rganguly | #MozCon

@rganguly | #MozCon

@rganguly | #MozCon

@rganguly | #MozCon

96%of unhappy customers never

complain

91% of whom will simply leave and never

come back

Local search helps make mobile personal…

“Where can I buy a greeting card for my spouse in the next 10 minutes?”

@rganguly | #MozCon

Local search helps make mobile personal…

“Where can I buy a greeting card for my spouse in the next 10 minutes?”

@rganguly | #MozCon

…But it’s not enough.

To build trust and loyalty, expectations are high.

@rganguly | #MozCon


@rganguly | #MozCon

Immediacy


@rganguly | #MozCon

Immediacy Personalization

How do we bridge the gap?

@rganguly | #MozCon

Impersonal mobile

engagement

High customer expectations

@rganguly | #MozCon

1. Learn your customer’s mobile journey

c

Discover Compare Consider Commit RetainGoal

Find the best options to meet

their needs

GoalCompare

options and select front

runners

GoalIdentify solution

they want to work with

GoalEnter the best

partnership with peace of mind

GoalProve program’s worth and grow

with partner

Make the case

Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound

Stand out

Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos

Stand out

Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement

Stand out

Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy

Stand out

Strategy SLAsPerformance reportsClient check insContinued support

@rganguly | #MozCon


c



their needs

GoalCompare


runners



GoalEnter the best



with partner

Make the case


Stand out


Stand out


Stand out


Stand out


Mobile allows for more, including: • In-app messages

@rganguly | #MozCon


c



their needs

GoalCompare


runners



GoalEnter the best



with partner

Make the case


Stand out


Stand out


Stand out


Stand out


Mobile allows for more, including: • In-app messages• Mobile surveys

@rganguly | #MozCon


c



their needs

GoalCompare


runners



GoalEnter the best



with partner

Make the case


Stand out


Stand out


Stand out


Stand out


Mobile allows for more, including: • In-app messages• Mobile surveys• Intelligent prompts

@rganguly | #MozCon


c



their needs

GoalCompare


runners



GoalEnter the best



with partner

Make the case


Stand out


Stand out


Stand out


Stand out


Mobile allows for more, including: • In-app messages• Mobile surveys• Intelligent prompts• Friendly, personalized

notes

@rganguly | #MozCon


Annoying notifications

Complex registration

Freezing

Bad UI/UX

Intrusive ads

Privacy concerns

Forced social login

0% 10% 20% 30% 40% 50% 60% 70% 80%

Top 7 reasons people uninstall mobile apps

Source: Appiterate Survey

@rganguly | #MozCon

2. Be proactive

Survey customer

s

@rganguly | #MozCon

2. Be proactive

Say thank you

Deep linking

@rganguly | #MozCon

3. Leverage local search tactics

App packs

Single apps

Paid search

@rganguly | #MozCon

3. Leverage local search tactics

@rganguly | #MozCon

4. Humanize your mobile experience

@rganguly | #MozCon


@rganguly | #MozCon


@rganguly | #MozCon


In sum, earning mobile customer trust and loyalty isn’t given. It’s earned by:

@rganguly | #MozCon

1. Learning your customers’ mobile journey2. Being proactive3. Leveraging local search tactics4. Humanizing your experience